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If ‘bipartisanship’ is now a dirty word, how about a rebranding?

By tom On Monday, June 27 th, 2016 · no Comments · In Blog Postings ,Writing

In April, the media company Gannett announced it was spinning off its publishing business and would run its broadcasting and digital units under the new corporate name “Tegna.”

Not to be outdone, in June the Tribune Publishing Company — which Gannett was trying to acquire — renamed itself “Tronc,” which it declared stood for “a content curation and monetization company focused on creating and distributing premium, verified content across all channels.”

Some said it was the worse new name ever, giving Gannett at least a temporary victory in no longer having the worst name change.

Putting aside the acoustics of those names, one can peer at the larger underlying motivation: A name change was thought to help jettison old images and give a fresh start to the entities.

Fair enough. Embracing that philosophy, it is clearly time to rename “bipartisanship” since the current, old name just is not cutting it any more, let alone producing the result desired by voters.

Indeed, a fresh start is the very least that is needed.

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